Table 2.

Descriptive statistics of the variables used for regression analysis.

Source Authors’ calculations based on the stated-preference survey data

Name of the variables	Definition	Mean	SD
Gender	If the respondent is a female = 1, and male = 0	0.83	0.38
Age	Age of the respondent in years	44.30	10.50
Civil status	If the respondent is married = 1, and single/divorced = 0	0.78	0.42
Household size	Total family members that are aged 20–60 years	2.94	1.43
Occupation	If the respondent is a professional (e.g., teacher, doctor, and lawyer) or business owner = 1, otherwise = 0	0.08	0.27
Dummy for income group
Upper-income	If the household belongs to AB socio-economic classification of the society = 1, otherwise = 0	0.07	0.26
Upper-middle income	If the household belongs to C1 socio-economic classification of the society = 1, otherwise = 0	0.17	0.38
Lower-middle income (base)	If the household belongs to C2 socio-economic classification of the society = 1, otherwise = 0	0.75	0.43
Purchased packaged rice	If the respondent purchases packaged rice = 1, and 0 = if unpackaged/loose rice	0.24	0.43
Consumed substitute of heirloom rice	If the respondent’s family members consumed brown and pigmented rice in the past year = 1, otherwise = 0	0.28	0.45
Positive attitudes toward heirloom rice	If the unaware respondent shows a positive attitude toward heirloom rice after providing information on attributes of heirloom rice = 1, and 0 = if neutral or negative attitudes are shown	0.91	0.28
Membership	If the respondent is a member or supporter of any cultural or environmental group = 1, otherwise = 0.	0.30	0.46

SD standard deviation